You Won't Be Able to Ignore Jay Z's New Men's Fragrance

"For the 30 days before Christmas, it will be impossible not to know he has a fragrance," said Donald J. Loftus {via WWD}, the president of Parlux Ltd. and executive vice president of Perfumania Inc.—aka the parent company that's creating Jay Z's premiere men's fragrance. They plan on making some "big noise" to promote the scent, Gold Jay Z, which is first debuting at Barneys New York on November 20—because as reported, yes, his holiday collaboration with the specialty store is on despite the recent news of supposed racial profiling at Barneys.

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Come Black Friday (November 29), the men's eau de toilette will land at Macy's, Sephora, Nordstrom, Dillard's, Belk, Bon-Ton and Ulta. And trust us, you won't be able to turn the other way with this guerrilla-style advertising. Jay Z's face will be promoting his product on billboards, bus shelters, and mall displays around the country. Plus, Macy's in Herald Square has a special campaign planned: If you stop by an interactive window display, your reflection in it will morph into a gold avatar version of yourself (creepy, but cool). And inside the store there will be a 15-second video of Jay Z, in which he transforms a gold chain stamped with his words to live by set beside a fragrance bottle (subliminal, right?). To top it off, samples will be handed out to those waiting in line to buy Broadway theater tickets over Thanksgiving weekend.

Courtesy of Parlux

Photo: Courtesy of Parlux

In WWD Loftus "stressed that [Jay Z] didn't want to do what had been done before."

Loftus also confirmed that the music star rejected 3,200 possible fragrance names before he picked up the bottle and claimed, "This is the s--t; it's gold." But for $39 to $70 for a bottle of his sacred scent, this version of "gold" is affordable. There will also be an aftershave, deodorant, and shower gel. Gents get ready: This season's It scent is coming.